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2021
Oat
Haven
Oat Haven is a sustainable oat milk (plant-based vegan milk) brand specifically curated for the Indian taste palette. It provides a number of flavours, is highly nutritious, vegan and lastly extremely cost-effective for anyone who wants to cut down on their daily dairy intake.
“Staggering 574 million Indians follow a meat-free diet, which is more than the total population of the United States and the United Kingdom put together.”
Outcome: The brand strategy, the logo and identity, brand's visual language and the complete range of packaging design for the
Project Motivation:
Veganism in India is on the rise, fueled by health, ethical, and environmental concerns. While challenges remain due to cultural norms and limited accessibility, the movement is gaining momentum with increased awareness and availability of vegan alternatives. As more people become informed about the benefits of a plant-based lifestyle, there is a growing need for vegan alternatives and products.
Final render of the Oat Haven packaging
Understanding the market:
In 1990, Rickard Öste, a food scientist studying lactose intolerance and sustainable food systems in Sweden, crafted the first batch of oat milk that went on to be the basis for Oatly. Oatly went on to become the world's largest selling oat milk producer. But in India, Coconut milk is practically ancient. There are also other local drinks such as cotton milk in Tamil Nadu and poppy seed in Karnataka. The vegan movement has championed sources like soy, oats, almond. Plant-based milks are not only gaining popularity but also have a long-standing tradition in India, making it a highly promising market for growth.
Competitor analysis:
“Cultural Resistance, Lack of Awareness & Limited Options”
After analyzing the competition and market for oat milk in India, I observed several key insights:
Limited Competition: Oatly, the Swedish oat milk brand, is the only major player in the Indian market. However, its packaging doesn't resonate with the Indian audience, and its price point makes it inaccessible to the growing middle-class demographic.
Lack of Familiarity and Trust: Other oat milk brands are relatively unknown in India, leading to a lack of trust among consumers. Many of these brands are highly priced and imported, offering limited options that align with consumer preferences.
Need for Convenience: There is a significant lack of on-the-go and smaller-sized packaging options that could serve as a convenient alternative to traditional milk for daily use.
Limited Flavour Variety: Many brands offer only one or two flavor variants, limiting consumer choice and appeal.
User Personas:
After analyzing the competition and identifying market challenges, I reviewed two users from different age groups. This allowed me to gain a deeper understanding of our target audience and vegan milk consumers, helping me to better identify their pain points and preferences.
“Consumers were eager to find a brand that offers quick and easy access to their daily morning protein intake. They wanted a product that is portable, affordable, and convenient.”
Building a visual language for the brand:
The market research and interviews laid the foundation for the brand's identity and messaging. The design needed to resonate with Indian consumers while distinguishing itself from competing international brands in the market. The cue cards used during the interview process and moodboards helped with narrowing down the keywords as follows:
Aware
Accessible
Refreshing
Fun
The identity: The final logo wordmark is a combination of text and forms inspired by the oat plant itself, reinforcing the brand’s identity as organic and ethically sourced. The font is inspired by the thick and thin lines commonly seen in Devanagari (Indian) script. The chosen font, ‘Oh No Blazeface’, is modern and offers a refreshing perspective on an everyday milk product. Additionally, the swoosh in the logo symbolizes the flow of milk, serving as an exciting visual cue for the category.
“Identity that's relatable and category-disrupting”
Building the structure
Considering all the pain points and competition, and with the user at the heart of the design process, it was essential to create packaging that addressed the issues of portability and shelf stacking.
Bottle Shape: The rounded bottle shape is not only unique to the category but also facilitates easy stacking and handling. Square bottles use about 18% less space than round bottles, with no wasted space in between. This reduces the case size, plastic wrap, warehousing, and transportation space. Its size makes it convenient to fit in a backpack or car holder.
Bottle Cap: The cap is designed to resemble the structure of an oat grain, reinforcing the brand's identity.
Visual Language: The swoosh from the brand identity is incorporated into the label design, reflecting the flow of milk.
Four-in-One Structure: The packaging includes holders that allow multiple bottles to be carried easily and sold as multipacks.
Tetra Pack: The tetra pack features an iconic rounded rectangle shape, with the bottle also echoing the oat grain design.
Flavour Distinction
By using a unique range of colors for each flavor, specifically designed to appeal to Indian tastebuds, users can easily differentiate between them.
A consumer-centric visual language
The illustration draws inspiration from nostalgic moments of breakfast and elements of Indian culture, creating a sense of belonging and familiarity to the consumer. The visual narrative portrays a world made entirely of oats and oat milk, symbolizing a cruelty-free lifestyle. It captures the essence of mornings, a time when most Indians enjoy a warm cup of milk or chai. Key elements include a chai glass and a bowl of fruit reminiscent of visits to grandmother's house. You can even spot a crow perched in an oat field, a nod to Indian traditions where crows are believed to appease Lord Shani, invoking blessings for a smoother journey through life's challenges.
Thinking beyond the packaging
I believe that design is a powerful tool that goes beyond packaging to shape how a brand is perceived, experienced, and remembered. While designing the brand identity and packaging, I carefully considered how the bottle would be presented in various retail environments, such as stores and vending machines. Additionally, I explored recyclable materials that aligned with the brand's image and purpose. Sustainability and environmental responsibility were at the forefront of the design process.
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